تأثير الكلمة المنطوقة بين العملاء على جودة العلاقة بين العملاء و البنوك التجارية من وجهة نظر العميل : دراسة تطبيقية على عينة من عملاء البنوك التجارية الليبية

الملخص EN

The two researchers aimed, through their conduct of this study, to identify the impact of the spoken word on the quality of the relationship between customers and Libyan commercial banks.

the researchers identified the study population as customers of commercial banks within the cities of zliten and tripoli.

the sample of the study is acceptable, as a number of (104) survey forms were retrieved.

the researchers used a set of statistical tests based on the (SPSS) program in entering and processing the primary data, and the researchers reached a set of results, the most important of which is that there is a relationship with a significant impact of the spoken word on the quality of the relationship in the commercial bank clients sector, and that the value of the bilateral correlation coefficient between the variable the independent and dependent variable, the quality of the relationship between customers and banks, is 0.653, which is a strong positive direct relationship.

the coefficient of determination was 0.426, which means that 42.6% of the change in the quality of the relationship between customers and banks is due to the spoken word.